The Digital You - April 23, 2012

© Copyright 2012. All rights reserved.

The Digital You: Creating A Strong Web Presence

Real Solutions. Real Results. April 23, 2012


Agenda

Environment Overview

Developing Your Strategy

Solutions

Conclusion/Q&A

Please type questions here.


Speakers/Presenters Introductions

Mary Shaw, Director – Standards - IDEA

• Involved in Electrical Industry for 25+ years

• Instrumental in development of Industry’s Electrical Attribute Schema

• Leader of IDEA Industry Standards Committee (ISC) & active with NAED, NEMA, and other industry organizations

• Represents US & Canadian electrical industry on global e-commerce committees with GS1 and ASC X12

Denise Keating, President – DATAgility

• 20+ years experience in consulting for development & implementation of successful EDI, VMI, Product Data Governance business strategies

• IDEA partnered with DATAgility to develop the Electrical Attribute Schema

• Member of the ISC and the Data Content and Product Identification Sub-Committees

© Copyright 2012. All rights reserved. © Copyright 2012. All rights reserved.

Environment Overview


The Quest for Data

…but if they don’t get it from you…

“OK!”

“This is going to take some time because I have to pull it all together from different systems. When do you need it?”

“I need your marketing content now for my customers!”

Your customer is asking for product info…

“Forget it. I’ll just purchase it from another provider or scrape it from the Internet.”


Online Retailer Website

Online Competition

Manufacturer Website

IDW

Are your products being published correctly?


Challenges

Distributor Pain Points: Demand for marketing data

Difficult & expensive data integration

Increasing pressure/competition from alternative sales outlets

Other limitations/challenges?

Ron Schlader Crescent Electric

Robert Reynolds

Graybar & NAED Chairman

Jason Archbold Marketing Catalog Supervisor Border States Electric


Challenges

Manufacturer Pain Points: Inconsistent brand management

Product commoditization

Strain on limited resources

Trying to consolidate data from different systems/divisions

Other limitations/challenges?

Phil Barrios Hubbell Inc.

Paul Suzio Bridgeport Fittings

Rich Brooks E-Business Development Manager BURNDY LLC


Product Data Flow: 1999

OEMs, Manf. Reps, etc.

End-Users Retailers

Distributors

Manufacturers


OEMs

Manf. Reps

The Customer

Product Data Flow 2012

http://www.stateelectric.com/default.asp

http://www.d-s.com/index.html

http://www.hunzicker.com/

http://www.unitedcopper.com/home


OEMs

Manf. Reps

The Customer

Ecosystem Clutter






OEMs

Manf. Reps

The Customer

To succeed:






Developing Your Strategy


Marketing Content Strategy

Questions to consider: Who controls manufacturers’ data?

Who describes manufacturers’ products?

Do internal resources handle customers’ product info needs?

How is progress prioritized & measured?

How can distributors provide more value in an advisory role?

How can manufacturers get more product/program info to the end-user?


Business Strategic Plan

Marketing/ eBusiness

Plan

Digital Plan: Digital Product

Marketing Content

Setting Strategic Goals


SMART goal: Populate IDW with the 4 most-requested marketing fields for top priority A

SKUs by end of Q2, 2012

Setting Strategic Goals

S (specific) M (measurable) A (attainable) R (realistic) T (time-specific)


Business Drivers

90% of business is driven by 10% of the total items –

“90:10 Rule”

*In sample of 10 manufacturers, .8% of their IDW catalog is driving 90% of the

distributors’ business with them


Essential Marketing Content

What it is…



How to search for it…



What it looks like…



OCCUPANCY SENSOR WALL SWITCH, INFRARED SENSOR; 120 VAC; 270 DEG FIELD OF VIEW; 12 SEC TO 16 MIN TIME DELAY; ARCHITECTURAL GRAY; BOX/EAVE/WALL MOUNTING; APPLICATION DOCK LIGHTING, DRIVEWAY, ENTRANCEWAY, GARAGE, WALKWAY, WAREHOUSE; APPROVAL UL 773A

How it’s described…



End Result: A Richly-Populated Website


Solutions


Manufacturers

End Users

Distributors

DIRECT

GDSN Recipients

Connecting the Supply Chain


Built on a Standards-based Foundation

IDEA INDUSTRY

STANDARDS White Papers Templates

Guidelines


Electrical Attribute Schema

The Electrical Attribute Schema is: Global classification system based on UNSPSC codes

• Standardized code set used to categorize products for reporting & spend analysis

The 1st standardized construct for populating descriptive marketing content

Industry-approved

Enables effective communication between trading partners


Electrical Channel Marketing Attribute Schema



UNSPSC Code Category Attribute Label

39111501 Fluorescent fixtures Amperage Rating 39111501 Fluorescent fixtures Application 39111501 Fluorescent fixtures Ballast Type 39111501 Fluorescent fixtures Brand Name 39111501 Fluorescent fixtures Color 39111501 Fluorescent fixtures Compatibility 39111501 Fluorescent fixtures Finish 39111501 Fluorescent fixtures Frequency Rating 39111501 Fluorescent fixtures Height 39111501 Fluorescent fixtures Lamp Included



Full Word or Phrase Abbreviation

FOUR-POLE-SINGLE-THROW 4PST

ABRASIVE ABRSV

ACCESSORY ACC

ACTUATOR ACTR

ADAPTER ADPTR



Attribute Label Data Type

Definition Example Abbreviations

LUMENS AN (Alpha Numeric)

THE UNIT OF LUMINOUS FLUX, USED TO MEASURE THE PERCEIVED POWER OF LIGHT.

1000 LM LM (LUMENS)



Attribute Label

Data Type

Definition Example Abbreviati

ons LUMENS AN

(Alpha Numeric)

THE UNIT OF LUMINOUS FLUX, USED TO MEASURE THE PERCEIVED POWER OF LIGHT.

1000 LM LM (LUMENS)

UNSPSC Code Category Attribute Label

39111501 Fluorescent fixtures Amperage Rating 39111501 Fluorescent fixtures Application 39111501 Fluorescent fixtures Ballast Type 39111501 Fluorescent fixtures Brand Name 39111501 Fluorescent fixtures Color 39111501 Fluorescent fixtures Compatibility 39111501 Fluorescent fixtures Finish 39111501 Fluorescent fixtures Frequency Rating 39111501 Fluorescent fixtures Height 39111501 Fluorescent fixtures Lamp Included 39111501 Fluorescent fixtures Lamp Type 39111501 Fluorescent fixtures Length 39111501 Fluorescent fixtures Material 39111501 Fluorescent fixtures Mounting 39111501 Fluorescent fixtures Number Of Lamps 39111501 Fluorescent fixtures Power Factor 39111501 Fluorescent fixtures Reflector Type 39111501 Fluorescent fixtures Socket Type 39111501 Fluorescent fixtures Special Features 39111501 Fluorescent fixtures Standard 39111501 Fluorescent fixtures Style 39111501 Fluorescent fixtures Sub Brand 39111501 Fluorescent fixtures Type 39111501 Fluorescent fixtures Voltage Rating 39111501 Fluorescent fixtures Wattage 39111501 Fluorescent fixtures Width

Full Word or Phrase Abbreviation

FOUR-POLE-SINGLE-THROW 4PST ABRASIVE ABRSV ACCESSORY ACC ACTUATOR ACTR ADAPTER ADPTR ADHESIVE ADH ADJUSTABLE ADJ AEROSOL AERO AIR-CONDITIONER A/C ALMOND ALM ALTERNATING-CURRENT AC ALTERNATOR ALTRNTR ALUMINUM AL ALUMINUM-COPPER AL-CU ALUMINUM-RIGID-CONDUIT ARC AMBER AMB AMBIENT AMBNT AMERICAN-WIRE-GUAGE AWG


Attribute Schema in Action

IDEA: UNSPSC Hierarchy

Electrical Systems

Electrical Equipment

Lugs, Plugs and Connectors

Electrical Receptacles

Distributor 2:

Electrical

Wiring Devices

Receptacles

Duplex/Single Receptacles

Hierarchy Product Attributes Distributor 1:

Wiring Devices

Receptacles

Receptacles, Straight Blade

Hierarchy is the path to the product


Attribute Schema in Action

IDEA: UNSPSC Hierarchy

Electrical Systems

Electrical Equipment

Lugs, Plugs and Connectors

Electrical Receptacles

Distributor 2:

Electrical

Wiring Devices

Receptacles

Duplex/Single Receptacles

Hierarchy Product Attributes Distributor 1:

Wiring Devices

Receptacles

Receptacles, Straight Blade

Brand Sub-brand Type Special Features Application Standard Number of Poles Number of Wires Wire Size Amperage Rating Voltage Rating Wattage Phase Material Color Nema Rating Mounting Connection Size Environmental Conditions Dielectric Strength Insulation Temperature Rating

Attributes describe the product and provide the search capabilities


Benefits of Schema - Distributors

Distributors: Build own long descriptions & populate own catalogs, web storefronts, ERP systems, etc. according to own preferences

Help end-users find correct products

Jason Archbold Marketing Catalog

Supervisor Border States Electric


Benefits of Schema - Manufacturers

Manufacturers: Differentiate/describe products through IDEA’s data sync platforms

Create/maintain consistent brand experience for end-users

Rich Brooks E-Business Development Manager BURNDY LLC


AFS – Process

Industry Data

Warehouse

Distributor

Approve/Verify Data

Manufacturer

Confirms Sources

In partnership with


Population Options

Option Your company:

In-House (Manufacturer-managed)

•Fully-integrated ERP system with all product information in one location •Internal resources & full-time staff to devote to data attribution efforts

Full-Service with AFS

•Multiple disparate systems of product data •Under pressure to meet trading partner mandates •Looking to jumpstart data attribution efforts •Resource constraints

Continuing Service with AFS

•Wants to concentrate on other priorities •Has little to no knowledge of data attribution process

In partnership with

More Support

Less Support


Population Options

In-House Full Service with AFS

Continuing Service with AFS

Maintain Control/Flexibility

X X

Use Resources Freely

X X

Understanding of Process/Big

Picture

X X

Involvement X X X Leverage outside

expertise X X

In partnership with


Web Storefront (iCIMM2)

How Is Richly Populated Data Used?

In partnership with

http://www.supplyforce.com/SupplyForce/MainLandingLayout.action



eSmarts Catalog (Smart eCat)

In partnership with

http://www.electricsmarts.com/smartecat/c/home?coid=19542

http://www.electricsmarts.com/smartecat/c/home?coid=19542



Distributor ERP System

End User Estimating Systems


2900 Crystal Drive | Suite 500 | Arlington, VA 22202 P 703.562.4600 | F 703.562.4650 | [email protected]

www.idea-es olutions .c om/webinars

Website | RSS | LinkedIn | YouTube | Flickr | Slideshare | Twitter #IDEAwebinars

Mary Shaw [email protected]

Denise Keating [email protected]

http://www.idea-esolutions.com

http://www.idea-esolutions.com/

http://feeds2.feedburner.com/IdeaNews

http://www.linkedin.com/company/483724

http://www.youtube.com/user/IDEAeSolutions

http://www.flickr.com/photos/55117061@N08/collections/

http://www.slideshare.net/IDEA_eSolutions

http://twitter.com/ideaesolutions

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